Direct Mail Dimensional, Under $5 Cost-Per-Piece

Volkswagen, working with DDB UK, promoted its service plans by demonstrating their long-term benefits and showing retailers how easy it is to create return customers by using them. The company sent an authentic closed-circuit TV security disc to retailers, which showed two salesmen caught on camera doing odd things to make their customers come back. The film also included an internal presentation that showed recipients other ways to create return customers. Thirty-nine percent of recipients viewed the presentation.